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Facebook has just updated its Pages Terms in order to make it easier for businesses of all sizes to create and administer promotions on Facebook. En effect, Facebook removed the requirement that promotions on Facebook only be administered through apps.
This downloadable Promotion Guidelines include FAQs and best practices for running promotions through Facebook.
1© 2013 Facebook, Inc. All rights reserved. Product speciﬁcations subject to change without notice.
What is considered a promotion
Promotions typically include:
• Element of chance
• Giveaway or prize
• We’ve removed the requirement that
promotions on Facebook may only be
administered within apps
• With the change, promotions may now be
administered on Page Timelines and in apps
on Facebook, but not on personal Timelines.
For example, Pages can now:
• Collect entries by having users post on
the Page or comment/like a Page post
• Collect entries by having users
message the Page
• As before, clients must not administer
a promotion on a personal Timeline
• We updated our Page Terms to prohibit Pages
from tagging or encouraging people to tag
themselves in content that they are not
actually depicted in
Why we’re doing it?
We want to make it easier for businesses of all
sizes to create and administer promotions on
Facebook, and to align our policies to better meet
the needs of marketers.
Facebook Promotion Guidelines
2© 2013 Facebook, Inc. All rights reserved. Product speciﬁcations subject to change without notice.
Every business is different, and you should
experiment with promotions to ﬁnd what your
customers respond to best. Here are some best
• Post promotions that are tied to your business
• Use promotions to build awareness for a
new product, promote the opening of a
new location, sell inventory, or advance
other business objectives
Frequently Asked Questions
Q: Can I still use Page tabs and apps to administer
Yes, Pages can still administer promotions via their
Page tabs and apps as long as the promotion is run
according to Facebook’s promotion guidelines.
Q: Why can’t I ask people to take part in a
promotion by liking, sharing, or posting
something on their personal Timeline?
We want to make sure that people continue to
post authentic, high quality content to their
Facebook Timelines to stay better connected with
the people they care about.
There are technical reasons for conﬁning the
administration of the promotion to either a Page
or in an app. For example, because people can
choose to limit the visibility of the content they
put on Facebook to only themselves, friends, or to
a custom group of people, Pages won’t have the
ability to access all of the entries that people post
on their own Timelines unless these entries are
public. We may explore enabling this in the future,
but to ensure a good experience for administrators
of promotions and prospective entrants to a
promotion, we are limiting the administration of
promotions on Facebook to Pages and within apps
at this time.
• Make promotions compelling
• Promotions offering signiﬁcant upside
to people who enter are more likely to
encourage engagement and generate buzz
• Creative best practices on Facebook still
apply—compelling text and images that
are in the brand voice tend to get better
response and engagement rates
• Amplify your promotions
• Create Promoted Posts or ads for your
Page post to broaden the reach of your
Q: How should I decide if I should administer my
promotion via an app or directly on my Page?
Creating a promotion with an app on Facebook
allows a Page to create a more personalized
experience, more in line with your branding
strategy. Apps provide more space and ﬂexibility
for content than Page posts alone. Promotions
run through apps can collect data in a secure,
structured way that may be appealing to
advertisers, particularly larger brands.
Creating a promotion with a Page is faster
and easier. Additionally, as with all Page posts,
Page posts about promotions are eligible to be
displayed in the News Feeds of the people who
like the Page and can be promoted to a broader
Businesses always have the option of using both
an app and their Page to administer a promotion.